IBM-2017新闻网站移动端优化情况调查报告（英文）-2017.11-20页

THE MOBILE WEB INTELLIGENCE REPORT Q1 2017 LEADING NEWS WEBSITES’ WEB PERFORMANCE, MOST USED SCREEN SIZES, SCREEN RESOLUTIONS, PHONE MAKERS, NFC PHONES DeviceAtlas Mobile Web Intelligence Report Q1 2017 INTRODUCTION DeviceAtlas tracks web traffic from hundreds of thousands of partner websites using our device detection platform for web optimization, segmentation, and analytics. This allows us to analyze the current state of the mobile web by sharing some exciting statistics about the most popular smartphones used today. In the Q1 2017 edition of the Mobile Web Intelligence Report we focused on analyzing how selected high- profile news websites owned by the world’s largest daily newspapers fare in terms of web performance on mobile. For this research, we used testing conditions which included opening these websites on a Nexus 5X using a 1.5 Mb/s network which equates to a “good 3G” connectivity. After testing newspapers’ websites on a few consecutive days we found out that: • Average loading time on mobile was 10.5 seconds • Average page weight on mobile was 1.35MB • Five slowest websites loaded in 22-19 seconds in our test conditions • Five heaviest websites were 5.3-2.7MB in our test conditions • 30% of news websites used some form of mobile URL redirection MOBILE DEVICE USAGE HIGHLIGHTS: In this edition we also present our selection of the most interesting mobile device usage statistics to help you better understand the latest trends in the mobile world. This quarter, we focused on screen sizes, screen resolutions, phone makers, mobile OSes, and phones with the NFC standard. Some highlights include: • 5-5.1-inch is now the most popular diagonal screen size category • Samsung lost a lot of web traffic share between Q4 2016 and Q1 2017 • NFC phones generate over 70% of web traffic in developed countries but for emerging markets it can get as low as 30% Notes on methodology All statistics in this report are based on device usage data pulled from DeviceAtlas, a device detection solution. DeviceAtlas works by parsing User-Agent strings which are looked up in the device description repository that includes over 34,000 unique entries. The report offers just a glimpse into what’s possible with DeviceAtlas. See the mobile analytics demo to get a better idea. DeviceAtlas Mobile Web Intelligence Report Q1 2017 LEADING NEWS WEBSITES’ PERFORMANCE ON MOBILE In the Q1 2017 report we conducted research on the current state of mobile web performance of some of the largest daily newspaper websites in 18 countries across the globe. We learned their average page weight and loading times on smartphones, as well as whether or not mobile users are redirected to a specific URL. These metrics and the website architecture are particularly important for news content which is often consumed on-the-go, where WiFi or LTE are unavailable. For measuring loading times we used emulation to learn how leading news outlets perform on a mid-range Nexus 5X with data connectivity limited to “good 3G” (1.5 Mb/s). We also measured average page weight for high-end and mid-range phones. All tests were repeated on different days and an average number was calculated to give an estimated web performance on mobile. Note: Loading time and page weight aren’t fixed, unchanging values. They differ widely according to location, ads served, images and videos served, user behaviour, CDN, etc. The Sydney Morning Herald AU Hindustan Dainik IN Dagens Nyheter SE Herald Sun AU la Repubblica IT Hürriyet TR Neue Kronen Zeitung AT Corriere della Sera IT Financial Times UK Al-Ahram EG La Gazzetta dello Sport IT The Sun UK Helsingin Sanomat FI La Stampa IT The Independent UK Libération FR Mainichi Shimbun JP The Guardian UK Le Figaro FR Asahi Shimbun JP The Times UK La Tribune FR Yomiuri Shimbun JP The Daily Telegraph UK Le Monde FR Aftenposten NO Los Angeles Times US Le Parisien FR Rossiyskaya Gazeta RU Washington Post US Süddeutsche Zeitung DE Izvestija RU The Boston Globe US Die Welt DE Komsomolskaya Pravda RU USA Today US Frankfurter Allgemeine Zeitung DE The Chosun Ilbo KR The Wall Street Journal US Rheinische Post DE El País ES The New York Times US De Telegraaf NL Marca ES Dainik Jagran IN ABC ES The Economic Times IN La Vanguardia ES The Times of India IN El Mundo ES Websites tested in the research DeviceAtlas Mobile Web Intelligence Report Q1 2017 AVERAGE LOADING TIME AND PAGE WEIGHT While you may think that news outlets should offer stellar web performance on mobile, the reality is uninspiring. It can take over 22 seconds for your phone on 3G to load some of the most sluggish websites owned by daily print newspapers. At the same time, users expect websites to load on mobile in 3 seconds— after that time, the majority of would-be visitors leave (source). The study shows that many news websites significantly exceed this threshold, which leads to higher bounce rates and fewer pages per session. That being said, there are news websites which perform very well on mobile, loading in as little as 2 seconds and weighing around 350KB. Mobile URL redirection is still popular with 30% of all newspaper websites tested using URLs that send users to a separate mobile-optimized experience, such as m-dot, or mobile-dot. Note: Loading times were measured as “time to interactive”—the time it takes for the website to become responsive, so that the user can, for example, start scrolling or access an active link. • 10.5 seconds average loading time on mobile • 1.35MB average page weight on mobile • 22.4 seconds slowest website: lavanguardia.com • 2.1 seconds fastest website: welt.de Leading daily news websites’ performance on mobile—research highlights • 30% using mobile URL redirection • $0.39 estimated cost of accessing wsj.com on mobile in the USA • 5.3MB heaviest website: krone.at • 0.34MB lightest website: repubblica.it Test your website with mobiReady For some of these tests, we used mobiReady, a free tool which benchmarks any website against the Alexa 1,000 and also visualizes how it loads on low-end, mid-range and high-end mobile devices. Try now DeviceAtlas Mobile Web Intelligence Report Q1 2017 Country Newspaper URL Load time Germany Die Welt welt.de 2.15 seconds Russia Rossiyskaya Gazeta rg.ru 2.21 seconds UK Financial Times ft.com 2.94 seconds Australia The Sydney Morning Herald smh.com.au 2.97 seconds India The Economic Times economictimes.com 4.48 seconds Average loading time—top performers Average loading time—worst performers Country Newspaper URL Load time Italy La Vanguardia lavanguardia.com 22.38 seconds Egypt Al-Ahram ahram.org.eg 21.72 seconds USA The Wall Street Journal wsj.com 19.43 seconds UK The Daily Telegraph telegraph.co.uk 19.42 seconds France Le Parisien leparisien.fr 19.40 seconds Average page weight—top performers Country Newspaper URL Page weight Italy la Repubblica repubblica.it 0.35MB India Dainik Jagran jagran.com 0.36MB USA Los Angeles Times latimes.com 0.38MB UK Financial Times ft.com 0.43MB South Korea The Chosun Ilbo chosun.com 0.45MB Average page weight—worst performers Country Newspaper URL Page weight Austria Neue Kronen Zeitung krone.at 5.34MB France La Tribune latribune.fr 3.87MB Russia Izvestija izvestia.ru 3.65MB Japan Asahi Shimbun asahi.com/sp 3.50MB France Le Parisien leparisien.fr 2.71MB DeviceAtlas Mobile Web Intelligence Report Q1 2017 INDIAN WEBSITES ARE THE FASTEST ON MOBILE Focusing on the results for particular countries, we noticed that all four Indian websites we tested used URL redirection and at the same time they were the fastest of all, with average load time on mobile at only 7.7 seconds. Users in Italy and Spain are faced with the longest load times on average at 12.2 and 12.8 seconds respectively. Of course, these figures are just an estimation due to the fact that we only tested a number of handpicked newspapers with large circulation in selected countries. Average loading times on mobile over a 3G network Region / country Websites tested Average loading time India 4 7.7 seconds Germany 4 8.6 seconds UK 6 8.9 seconds USA 6 10.4 seconds Europe 32 10.9 seconds France 5 11.4 seconds Italy 4 12.2 seconds Spain 5 12.8 seconds HOW MUCH DOES IT COST TO ACCESS NEWS WEBSITES ON MOBILE? We also measured how expensive it is for mobile users to access some of the heaviest and slowest websites in our research. For this we used whatdoesmysitecost.com, a free tool which is based on mobile data costs in various countries shared by the International Telecommunication Union (ITU). The ITU’s estimated cost of mobile data relates to the least expensive post-paid mobile data plan with at least 500MB allowance offered by the largest mobile operators in various corners of the globe. According to our research, a single visit to a bandwidth-heavy website, such as the Austrian-based Krone.at, may result in an estimated cost of up to $0.49 in Brazil, $0.50 in Japan, and $0.72 in Canada. DeviceAtlas Mobile Web Intelligence Report Q1 2017 $0.00 $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.35 $0.40 izv es tia.ru las t ampa.it w ashingt onpos t.c om bos t ongl obe.c om kr one.at latribune.fr ahr am.or g.eg t el egr aph.c o.uk thetimes.c o.uk l eparisien.fr l efigar o.fr kp.rudn.se hs.fi sp.y omiuri.c o.jp usat oda y .c om wsj.c om hurriy et.c om.tr aft enpos t en.no liv ehindus t an.c om $0.39 $0.13 $0.12 $0.11 Estimated cost of accessing selected news websites on mobile in the USA (tested May 2017) Country Krone.at laTribune.fr Izvestia.ru Canada $0.72 $0.69 $0.68 Japan $0.50 $0.48 $0.47 Brazil $0.49 $0.47 $0.47 Germany $0.47 $0.45 $0.44 Botswana $0.44 $0.42 $0.41 Mauritania $0.39 $0.37 $0.37 Switzerland $0.38 $0.36 $0.36 USA $0.37 $0.36 $0.35 Macao, China $0.26 $0.25 $0.25 Italy $0.24 $0.23 $0.23 Vanuatu $0.24 $0.23 $0.22 Netherlands $0.23 $0.22 $0.22 Ireland $0.23 $0.22 $0.22 Angola $0.21 $0.21 $0.20 New Zealand $0.19 $0.19 $0.18 Estimated cost of accessing the heaviest news websites on mobile (tested in May 2017) DeviceAtlas Mobile Web Intelligence Report Q1 2017 5-5.1-INCH IS NOW THE MOST USED DIAGONAL SCREEN SIZE Looking at the web traffic data for Q1 2017, we noticed that the usage figures for 5-5.1-inch looked even more solid than in Q4 2016 making it arguably the world’s most widely used screen size. This isn’t surprising given the massive popularity of Samsung Galaxy S6 and S7 which are both 5.1-inch devices, as well as a number of widely-used mid-range Android phones also in the 5-5.1-inch category. The following charts focus on the share of web traffic for selected screen sizes during Q1 2017. The trend is clear: phones with screens over 5 inches have a massive share across all markets we selected for this comparison. While the share of 4 and 4.7-inch phones remains large, it is not a significant as it was in previous studies. The 5-5.1-inch category was most popular in 12 countries out of 20 we selected for this analysis, including both developed and emerging markets. 4.7-inch screens were dominant in 6 countries including many large markets such as the USA and the UK. We expect these statistics to change sharply in the coming quarters when the well-reviewed 5.8-inch Samsung Galaxy S8 gets a larger user base (its predecessor was only 5.1-inch). We expect that the S8 and also the 5.7-inch LG G6 may soon start a new trend of installing a large diagonal screen size in a relatively small casing. 0% 5% 10% 15% 20% 25% 30% 35% ItalyIndiaGermanyFranceEgyptColombiaCanadaBrazilAustraliaArgentina 4.5-inch4-inch 4.7-inch Web traffic generated by 4-inch, 4.5-inch and 4.7-inch phones (pt. 1) DeviceAtlas Mobile Web Intelligence Report Q1 2017 Web traffic generated by 4-inch, 4.5-inch and 4.7-inch phones (pt. 2) 0% 10% 20% 30% 40% 50% USAUKSwedenSpainSouth AfricaRussiaPolandNigeriaMalaysiaJapan 4.5-inch4-inch 4.7-inch 0% 5% 10% 15% 20% 25% 30% 35% ItalyIndiaGermanyFranceEgyptColombiaCanadaBrazilAustraliaArgentina 5.5-inch5-5.1-inch 5.7-inch Web traffic generated by 5-5.1-inch, 5.5-inch and 5.7-inch phones (pt. 1) 0% 5% 10% 15% 20% 25% 30% 35% 40% USAUKSwedenSpainSouth AfricaRussiaPolandNigeriaMalaysiaJapan 5.5-inch5-5.1-inch 5.7-inch Web traffic generated by 5-5.1-inch, 5.5-inch and 5.7-inch phones (pt. 2) DeviceAtlas Mobile Web Intelligence Report Q1 2017 MOST USED SCREEN RESOLUTIONS IN Q1 2017 The world of smartphone screen resolutions hasn’t changed dramatically in terms of web traffic during Q1 2017 but there were several interesting new arrivals in that period using slightly unusual screen resolutions. These include the Samsung Galaxy S8 and S8+ (1440 x 2960), LG G6 (1440 x 2880), Sony Xperia XZ Premium (3840 x 2160), and BlackBerry Keyone (1080 x 1620). There were also some standard releases in the form of Huawei P10, Xiaomi Mi 6 and Xperia XZ which are all Full HD (1080 x 1920) devices. Looking at the statistics pulled from DeviceAtlas, we can highlight 720x1280 which is dominant in 9 countries. 750x1334 (iPhone 6, 6S and 7) wins in 6 countries, while 1080x1920 is the most popular in 4 local markets. The iPhone’s resolution experienced the biggest gains comparing Q1 2017 and Q4 2016. 0% 5% 10% 15% 20% 25% 30% 35% 40% ItalyIndiaGermanyFranceEgyptColombiaCanadaBrazilAustraliaArgentina 750x1334720x1280 1080x1920 1080x1920 Most used smartphone screen resolutions in Q1 2017 (pt. 1) 750x1334720x1280 1080x1920 1080x1920 0% 5% 10% 15% 20% 25% 30% 35% 40% USAUKSwedenSpainSouth AfricaRussiaPolandNigeriaMalaysiaJapan Most used smartphone screen resolutions in Q1 2017 (pt. 2) DeviceAtlas Mobile Web Intelligence Report Q1 2017 Country 720x1280 750x1334 1080x1920 1440x2560 Argentina 2.24 1.00 1.59 0.49 Australia 0.24 1.45 0.72 0.34 Brazil -9.58 3.89 7.43 0.98 Canada -0.29 2.16 -0.67 2.00 Colombia 2.64 -0.62 0.93 0.21 Egypt -4.15 1.22 0.80 1.62 France 1.75 -0.32 7.69 -0.74 Germany 0.51 0.31 -0.09 1.85 India 0.59 0.02 -0.14 -0.29 Italy -1.20 2.86 1.58 1.46 Japan 0.11 2.78 1.93 -0.11 Malaysia -0.95 1.34 2.15 -0.75 Nigeria 0.16 0.93 -0.15 -0.77 Poland 2.28 0.16 0.35 0.94 Russia 1.32 1.08 1.97 0.19 South Africa 0.64 1.34 0.78 0.27 Spain 0.63 1.68 1.75 0.90 Sweden -1.38 1.83 1.15 2.78 UK 1.33 0.51 -0.18 1.74 USA -0.60 3.44 1.49 -1.66 MOBILE OPERATING SYSTEMS AND OS VERSIONS Gartner recently reported that 99.6% of smartphones sold today either use Android or iOS. While this figure clearly reflects that mobile OS fragmentation is over, it doesn’t tell you which of these two OSes is most in use today. According to DeviceAtlas web traffic statistics, Android is ahead of iOS in most countries including India, Spain, Italy, and Germany where it reaches over 60% of web traffic share. However, there are many local markets where iOS devices gets the largest share, especially among developed countries, such as Japan, Australia, USA, Canada and UK. Countries where iOS is the least popular include Nigeria, Colombia, Argentina and India, where its share is less than 20%. DeviceAtlas Mobile Web Intelligence Report Q1 2017 0% 20% 40% 60% 80% 100% Col ombia Rus sia F r anc e Sw eden A